Redesigning Lalamove Experience
Expertise: UX Strategy, UX /UI Design, User Testing, Digital Branding.
Platforms: iOS
1. Overview
Lalamove is a delivery app that is aiming to be an alternative to traditional delivery services products. It is designed to fit the lives of those with a global lifestyle and be the “daily choice” for anyone who makes on-demand and same-day delivery possible for everyone at the touch of a button.
Lalamove was launched in December 2013 and shortly became the strategic partner for businesses of all sizes to solve their last-mile delivery issues. From independent brick and mortar stores to large restaurants, retail chains and e-commerce businesses, Lalamove helps enterprises from a wide array of industries to scale and outsource their deliveries according to their needs. Companies no longer need to invest in running and maintaining in-house fleets thanks to our unique tech advantages that allow for same-day and advance bookings, and real-time tracking.
This redesign case study is for the UX/UI Design Challenge 2021. The goal was to “Redesign a feature of a Lalamove company’s product.”
I decided to do a redesign for the iOS version of the Lalamove — Delivery App to provide a better online user experience for the delivery personnel.
After the order gets matched, drivers would call customers for order confirmation. Whenever customers want to add any service after placing an order, they need to contact the Customer Service to modify the order information.
This paper aims to provide a review of the product, including its usability, functionalities, security, suggestions for improvements, and potential takeaways for other delivery apps.
2. Problems
2.1 Cancel Options. Cancellation is high after an order is taken by a driver.
2.2 Customer Support Services. Data shows that more than 70% of the customers wait at least 15 mins for customer service to answer the call.
2.3 Fewer Order Cancellations. The overall business goal is to reduce the cancellation rate after the order is taken.
An average users experience problem of Lalamove encompasses the following characteristics:
- Registration: customers should be able to register in the system and get a personal account to further be able to quickly order from the app and have some promotion and pricing strategies;
- Live to track: a feature that enables customers to track the status of their delivery through Google Maps;
- Online payments: customers should be able to register their cards (one or multiple) and pay for their delivery online. That’s why the integration of the payment gateway is required along with PCI DSS compliance. The app should be absolutely secure for users;
- Automatic payments as an option: those customers who opt for online payments only should be provided with an opportunity to make it effortless. Add an automatic payment option so that money is deducted automatically after every order and the invoice is sent to a user’s email;
- History: an option allowing customers to track the history of the whole transactions;
- Customer feedback: the ability to provide feedback, write a review, or rate delivery service;
- Loyalty program: to stand out on the background of other similar apps, the company needs to develop a unique program aimed to reward the future loyal customers and engage them with discounts, coupons, and other promotions;
- On-boarding platform: app’s module where deliverymen can register in the system and go through the verification process.
- Orders: a module for delivery men that enables them to view orders, approve and disapprove them, see the client’s address and other necessary details;
- Personal account: all orders and earnings are displayed;
- Functionality for notifying customers: through this feature, deliverymen inform customers on the order’s status (approved, picked up, delivered).
3. Functionalities
3.1 Overview of Functionalities
How Lalamove app works?
Before starting right into rebuilding the Lalamove app, I started off with carrying out research about the company. By doing so, I was able to get better insights into the company’s mission and how their business works. Lalamove mission is to connect people by empowering local businesses and generate new ways for people to earn through facilitating door-to-door delivery, express delivery, same-day delivery.
Dashboard with all profiles of customers, delivery men, the lists of orders, and their pages. Admin should be able to block any party in the system if some rules are violated.
Change is hard. But that’s not to say change is bad. It’s essential to growth, innovation, and customer loyalty. “Customers” needs to evolve and the main mission is to provide what they want or lose their business.”
3.2 Contextual Observation
The part of the research, I went through the Lalamove app to experience the journey and understand how it interacts with the customers in the overall working process. Being in the shoes of the user, I was able to better understand what struggles they have, and what makes them happy to go forward with their order.
Key Challenges
Product offerings matter
Most users tend to order the shippen delivery they already know, so if a delivery app has more options and is able to show users the customized list of delivery options depending on each individual on the first page, it will reduce the friction of the whole purchase process.
Accurate delivery estimation
Being accurate and honest on the delivery estimation is the most important for most of the users. Users make a decision according to the estimation listed on their phone, if the actual arrival time keeps being postponed or the driver failed to deliver orders to an accurate location, it can frustrate users even more than if they don’t have any expectation.
3.3 Gathering User Feedback
Here are some highlights tips which DO NOT work for users:
Notifications
The customers are using multiple monitors in their workflows — meaning an on-screen notification is easily missed (or potentially disruptive).
Delivery costs
Customers ordering shipments on the app are in times time-bound, they don’t like waiting around and want precise estimation in their delivery time. Right from choosing the order if the customer gets the right evaluation of time, then they can make sure to select the correct order or manage their time until the delivery arrives. If they can track their order in real-time and get the estimated remaining time, therefore they can plan out other tasks.
4. Ideation
As part of the design thinking process, I created a quick sketch of future wireframes based from the User Research (Needs and Frustrations) and Analytics, and organize them so that I could prioritize the lists of functions/ features that should be redesigned.
Issue #1 (Home Page):
Additional services are shown under the location input section.Tapping “Deliver Now” on the landing page will bring users to the order confirmation page.
Solution:
The driver’s audience fall into two main groups:
- First time enrolled drivers: Drivers successfully completed their enrolment to Lalamove’s delivery service
- Experienced drivers: Drivers who have been part of the delivery service for a while (25–30 jobs per day)
“Most of the time the app doesn’t indicate which side of the street the pin is on, it’s just in the middle of the road”
- For a consumer app, it needs to enable provide the information about options of delivery such as documents or parcel and settings for details of the order (box size, prices etc.);
- “Pickup / Delivery to” locations with Google Map Street View for easy pin into the right location for the driver;
- Precise pickup locations can be saved, especially into Home/Work addresses;
- Notes function section for clear messages for the driver about the order or pickup specifications.
Issue #2 (Assigning | Cancelled Pages):
During the waiting period for a driver to take the order, the user is able to see the page with order information and delivery tracking. But in the current version, the order screen includes a lot of noisiness/disturbing/unnecessary information without any prioritization in page content or easy communications between the two sides.
Solution:
- Add buttons for direct call/message to the driver if the consumer has issues with estimate time or location;
- “Courier Profile” give the ability to the users to write a review about his experience with the delivery man and keep his profil secured;
- Editing button in order section for editing the location or add one more stop/step for “pickup/delivery to” order for the consumer in case of any emergency situation.
5. Visual
In mobile app interface design or design of any screen for that matter, it is often referenced that 90% of UI is a typeface.
In interface design, color psychology is used to influence the perceptions a user may have, from reinforcing brand recognition to generating more clicks on the purchase button. Other important results, such as improved usability, can also be the result of good color mastery.
Harmony
Harmonious colors give a logical sense to the elements. There are many ways to create color harmonies, one of them being through the use of analogous colors.
Proportion
Defining a color proportion balances the composition. Having colors with more and less presence gives clarity in the style and avoids unnecessary color conflicts. The color hierarchy is important to define an atmosphere and at the same time, a predominant color in the composition that supports all the elements of the app. In the current trend of UI design, white is the favorite color, as it keeps the interface clean, highlights the interaction color and improves readability.
Conclusion
I had a blast working on this UX Design study. For me, the challenge was to try to understand the true user’s needs as an important part for solving the communication discrepancy between delivery service and a consumer based on app features. Nevertheless, the users just want the product to be “most useful instead of useless but pretty” for them.
Thank you for reading. I would like to appreciate any feedback or areas I can improve to make this digital world better.
